Soul Jazz Records

Genre.

• Brit pop
  
• reggae
  
• punk
  
• dance
  
• latin
  
• japanese noise
  
• mix house
  
• future dub
  

All electric and diverse.
Often deal with non-mainstream and non-commercial artists -> several niche audiences
Underground tag association 

Strategies.
Merchandising -> clothing, accessories -> tapping into fashion to create own brands

Advertising

• gigs (many are free) -> active audience -> that want to go to gigs 
  
• physical products> LP' s (vinyls) -> CD's are given priority over Mp3 
  
• turning obsolete format into collectable items "retro branding" -> e.g home pages use album cover art
  

Form of radio -> internet based -> potential wider audience -> wide broadcasting
News letter subscription -> free -> mailing list (electronic) -> cost effective -> no cost implication for subscribers


Audience.
1970's generation retro

• depends on each sub-genre, separate
  
• audience for each sub-genre
  
• exclusive and niche
  
• presented as "cool" with a specific identity

Relationship with its audience.

• very independent of mainstream
  
• several, smaller niche audiences 
  
• own brand identity
  
• use strategies that appear to:
  
• personalize 
  
• use communication as a key form of marketing, but not always -> communication
  

Soul Jazz REcords is not in competition with the mainstream as it is more about the music experience.